In-game advertising firm Double Fusion and market research firm Interpret have revealed the results of a study into the effectiveness of video game advertising, indicating that “gamers not only notice ads in games but are impacted by them positively, increasing their intent to buy.”
Double Fusion president and CEO Jonathan Epstein, who today also announced a new three year ad deal with publisher Eidos
, said of the findings that “by understanding what drives advertising efficacy and engagement, and how to optimize it, we provide meaningful ammunition for advertising executives to justify their investment in the video games medium.”
The study, which examined 36 in-game ads across 10 top-selling games from a variety of genres, was designed to determine the most effective types of ads in games, including the type and depth of the ad placement, the type of the game, ad size, ad placement relative to the game camera, screen clutter, brand relevance to the audience, and other variables.
In addition to providing valuable insight into the effectiveness of in-game ads, Double Fusion and Interpret hope the data will also lay the groundwork for a rating system that will “allow gaming and its benefits as a medium to be directly compared to other digital and electronic media.”
Among the key findings from the study include that 75 percent of players interact with at least one ad per minute across most, but not all, types of games, while 81 percent interact with ads at least every other minute. Additionally, the study found that advertisement placement plays an important role in ad effectiveness, with those ads placed in less cluttered environments proving to be three times more likely to be noticed by players than those obstructed by their surroundings.
Interestingly, the study found that while both are important, placing an advertisement at eye level in a game has a greater impact than simply making the ad larger in size.
Said Interpret CEO Michael Dowling, “The program we conducted for Double Fusion measures actual viewing and gives precise information on how to plan for ad units, how to design ads, and what to expect in terms of gamer engagement. This research is leading to an industry-standard ad rating, which will allow buyers to guarantee deliveries and in turn ease hesitation advertisers have with all new media. As a result, this should help catapult in-game advertising into a more prioritized and accountable ad medium for marketers.”